Capstone
Graduate Student Probes Consumer Trust in Big Pharma
MS in Public Relations and Corporate Communication Student Investigates How Education Campaigns Impact Consumer Sentiment toward Pharmaceutical Companies
As a long-term healthcare communications consultant, I was thrilled to work with Kriti. Her final paper produced insights that are extremely valuable to marketing and communications teams at pharmaceutical companies.”
Michael Durand
Adjunct Assistant Professor
NYU SPS Division of Programs in Business
<p>From drug pricing and the "Pharma Bro" conviction to COVID-19 and the politicization of vaccinations, public sentiment toward pharmaceutical companies is a heated topic. For her capstone project, MS in Public Relations and Corporate Communications student Kriti Mahtab explored the importance of consumer trust and corporate reputation in the US healthcare industry. She focused on an in-depth analysis of disease education campaigns and their impact on public perception of pharmaceutical companies.</p>
<p>Mahtab’s research illuminated how education campaigns can serve as a strategic tool for building and maintaining a positive corporate reputation. She found that to be effective, these campaigns must align with pharmaceutical companies’ core values and strengths, prioritize the specific needs of their target patient population, and collaborate with credible patient advocacy organizations.</p>
<p> </p>
As a long-term healthcare communications consultant, I was thrilled to work with Kriti. Her final paper produced insights that are extremely valuable to marketing and communications teams at pharmaceutical companies.”
Michael Durand
Adjunct Assistant
Professor NYU SPS Division of Programs in Business
<p>Mahtab’s project underscored the ways that:</p>
<ul class='p-list'>
<li>Unbranded disease education campaigns impact public perception of pharmaceutical companies</li>
<li>Consumer trust and a positive corporate reputation are critical for businesses—especially in the pharmaceutical industry where individuals entrust their health to these companies</li>
<li>Pharmaceutical companies face a balancing act between profit-driven activities and trust-building initiatives</li>
<li>Such initiatives can lead to increased consumer trust and improved corporate reputation</li>
</ul>
Learn More About the NYU SPS Capstone Program
<p><span class="p-body"><a href="/content/sps-nyu/experience/how-youll-learn/consulting-practicums.html">NYU School of Professional Studies’ Capstone Program</a> provides graduate and undergraduate students the opportunity to apply their classroom learning in complex, real-world environments. The final product exemplifies the volume and depth of theoretical knowledge gained in the classroom. Held each spring, the annual Capstone Fair features projects that embody the School's innovative spirit. We invite students graduating in the spring, fall, and summer graduates to participate. Students apply via form, and faculty can nominate individuals or teams.</span></p>
